PepsiCo Brands Return to F1 Sponsorship with Mercedes in 2026

PepsiCo is set to make a significant return to Formula 1 team sponsorship in 2026, with three of its iconic brands – Gatorade, Sting, and Doritos – partnering with the Mercedes-AMG Petronas F1 Team. This multi-year global partnership will encompass team performance, driver support, and global fan engagement, marking an expansion of PepsiCo’s existing relationship with F1.

Why it matters:

This deal signifies a major commercial coup for Mercedes and brings a historically recognizable name in F1 sponsorship back into the fold. For PepsiCo, it deepens its connection with a rapidly expanding global audience, leveraging the sport's platform for its diverse brand portfolio. For Mercedes, securing such a prominent partner further solidifies its commercial strength and commitment to innovation.

The details:

• Multi-Brand Partnership: Gatorade, Sting, and Doritos will jointly back the Mercedes F1 team from 2026. This marks the first time these three PepsiCo brands have collectively sponsored an F1 outfit.
• Historical Connection: PepsiCo's 7UP livery on the Jordan 191, famously driven by Michael Schumacher in his 1991 debut, remains one of F1's most iconic car designs. This new partnership re-establishes a direct team sponsorship presence for PepsiCo.
• Team Principal's View: Toto Wolff, Mercedes Team Principal, emphasized the alignment in values, noting PepsiCo's pursuit of ultimate performance through innovation and excellence.
• Gatorade's Role: The Gatorade Sports Science Institute will provide tailored hydration programs for Mercedes drivers George Russell and Kimi Antonelli, integrating directly into the team's performance operations.
• Sting's Focus: The energy drink brand Sting aims to connect with younger audiences and expand its global footprint, particularly in emerging markets.
• Doritos' Engagement: Doritos will concentrate on fan activations and social media campaigns, tapping into the vibrant culture of F1 race weekends.
• Broader F1 Partnership: This team deal builds upon PepsiCo’s earlier announcement this year as an official multi-year partner of F1 itself, integrating its products and fan initiatives across races from 2026.

What's next:

This partnership is poised to significantly impact both Mercedes' on-track and off-track operations starting in the 2026 season. The integration of Gatorade's sports science expertise could offer a competitive edge in driver performance, while Sting and Doritos are set to boost fan engagement and brand visibility globally. The return of such an iconic commercial presence underscores F1's growing appeal and ability to attract major global brands.